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Marketing to the Masses with SugarCRM
 

Marketing to the Masses with SugarCRM

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http://bit.ly/CRMchecklist - - - - - Download our FREE CRM Requirements Checklist Document – including Discovery Questions ...

http://bit.ly/CRMchecklist - - - - - Download our FREE CRM Requirements Checklist Document – including Discovery Questions

Marketers are facing a more challenging environment than
ever. Not only has the number of campaigns and general
marketing activities increased inside most organizations,
but these activities are growing in complexity. Multi-channel
marketing has become a given, but managing a high
volume of cross-channel campaigns can be difficult without
the proper tools. SugarCRM has designed its marketing
automation offering to best suit the changing needs of
today’s marketing professionals.
This white paper explores some of the key issues facing marketers, as
well as the ways in which SugarCRM’s marketing software helps alleviate
many of these pain points. The topics covered include:
• The challenges facing marketers today
• Managing high volume marketing activities with SugarCRM
• How SugarCRM addresses marketing activities across multiple
channels
• Tracking ROI on your marketing spend with SugarCRM

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    Marketing to the Masses with SugarCRM Marketing to the Masses with SugarCRM Document Transcript

    • Su g ar CR M E x ecu t iv e B r i e f Marketing to the Masses with SugarCRM® BRE AK AWAY
    • Marketing to the Masses with SugarCRM Marketers are facing a more challenging environment than ever. Not only has the number of campaigns and general marketing activities increased inside most organizations, but these activities are growing in complexity. Multi-channel marketing has become a given, but managing a high volume of cross-channel campaigns can be difficult without the proper tools. SugarCRM has designed its marketing automation offering to best suit the changing needs of today’s marketing professionals. This white paper explores some of the key issues facing marketers, as well as the ways in which SugarCRM’s marketing software helps alleviate many of these pain points. The topics covered include:“We have seen • The challenges facing marketers today • Managing high volume marketing activities with SugarCRMtremendous results from • How SugarCRM addresses marketing activities across multipleusing SugarCRM. Our channels • Tracking ROI on your marketing spend with SugarCRMmarketing team hasbecome more effective in Automating Your Marketing Processescommunicating to theright customers at the For many businesses, marketing remains an art rather than a science. Money is allocated towards advertising, promotions, and other revenueright time.” generation activities, but little tracking or accountability is placed on the team performing these tasks. The old adage “Half of my marketing spend is useless…I just do not know which half,” still rings very true to this dayNaomi Simson for many firms.CEORedBalloonDays Apart from the simple lack of tools to help better manage marketing spend, marketing methods are changing rapidly. To survive in this day and age, companies need to not only better serve their existing custom- ers and retain their loyalty, but must also constantly seek and win new customers. What results is a constant loop of customer acquisition and retention, resulting in multiple ongoing campaigns over various media that often overlap in terms of time and scope. Managing these campaigns manually is time consuming and causes major lag time in terms of react- ing to the leads generated and the insight gained by these activities. But the fact is, organizations need to get smarter about how and where they market to their customers. The internet has enabled more personal- ized and direct communication between a company and its prospective customers. And the advances in customer relationship management (CRM) software make it easier than ever to more intelligently manage where marketing dollars go, and to see which campaigns and promotions are the most effective. And CRM systems can simply help automate a lot of these once highly manual and labor intensive processes, which in itself saves valuable time and money in the campaign creation and execution process. 1SugarCRM Executive Brief
    • Marketing to the Masses with SugarCRM Take a look at this process funnel: Target Offer Message Response Capture Identify Create Build Capture Create Targets Interest Preferences Leads Opportunities How many of the steps in this basic marketing process model are auto- mated within your organization? If the answer is not “all,” then there are gaps that a CRM system can help fill. Read on to learn more about how SugarCRM has built up a full marketing automation tool set to best serve the high volume, multi-channel world that marketers live in today. Marketing Automation in a High Volume Environment While the need to generate new business is always a priority, the need to better nurture and upsell existing clients is also paramount in many busi- nesses. Organizations simply need to manage a much higher volume of campaigns and other outbound marketing activities at a time. Gone are the days when companies could send out a few direct mail campaigns and hope for the best. Instead, organizations need to manage several mass marketing campaigns as well as a large volume of smaller, more tar- geted email campaigns to new and existing customer segments. One of the great aspects of a CRM system is that it enables marketers to manage several opportunities at a time. Sometimes, you are marketing to overlapping groups of targets, as well as looking to target completely new sets of prospects. SugarCRM’s marketing automation tools allow market- ing managers to not only manage several different campaigns, but the system also provides high visibility across these campaigns. With dashboard views into key performance metrics, marketers can see where the most leads are coming from. They can also see which cam- paigns are the most productive in terms of sales conversions. Able to see this complex data at a glance, marketers can quickly act on this informa- tion, altering marketing spend or activities to better suit the trends they see in the CRM data.2 SugarCRM Executive Brief
    • Marketing to the Masses with SugarCRMFig 1. This is just one of the many graphical Managing Multiple Marketing Channelsviews marketers have that provide insightinto how their high volume marketingsystem is operating. This dashboard view While marketers are now dealing with a higher volume of marketing cam-gives marketers a better idea of which paigns and lead generation activities, these campaigns are becomingmarketing activities are generating qualified increasingly diverse in terms of delivery media. The average B2B organi-sales opportunities. With this data, zation acquires new customers by a variety of methods. There are moremarketing executives can adjust marketing traditional methods, such as trade show attendance and participation, asbudgets to better focus on high performingactivities. well as direct mail and newsletters. But more and more, companies are relying on new concepts like email campaigns, web marketing, search engine optimization, banner ads, podcasts, vidcasts, behavior tracking and etc. So, companies are now managing more campaigns than ever. The SugarCRM marketing automation tools have been designed to man- age activities across multiple channels, such as the web, email, traditional mail and even telesales activities. The Campaigns module allows market- ers to design and execute multiple campaigns across many channels in a fully automated fashion. Target lists from the Opportunities and Leads modules can be instantly pulled into the campaign design process. And a Campaign Wizard makes creation of any type of supported campaign foolproof. 3SugarCRM Executive Brief
    • Marketing to the Masses with SugarCRM Fig. 2. The Campaigns module allows users to manage multiple campaigns across several channels, all from one easy to use console. Fig 3. The Campaigns module includes many reports out of the box. This report gives marketers instant visibility into the target activity surrounding an email campaign.4 SugarCRM Executive Brief
    • Marketing to the Masses with SugarCRM As email marketing becomes the preferred method of communicating“We have a much better with customers, SugarCRM has built out its email marketing capabilities accordingly. With more stringent rules about email contact, SugarCRMgrip on expected has built in ability to control opt-in and opt-out lists so that prospects andrevenues due to Sugar, customers are receiving relevant email. Of course, the digital nature of email allows all emails to be tracked. With SugarCRM, marketers canwhich helps us manage instantly see at any time throughout an email campaign which targetsour business more opened the emails, which ones bounced back, which prospects actually clicked through to a link inside the email, and various other metrics.effectively.” Marketers can easily take this information and easily create leads from these activity reports, or assign opportunities to the leads generated in these campaigns.John GromalaVP Sales and MarketingNinjaTrader The Internet is also a great medium for reaching new customers, and SugarCRM has built out a web-to- lead form which allows users to cap- ture pertinent customer data in a highly automated fashion. By using a simple wizard, users can create web-based forms that can be used for a variety of lead and data capture initiatives. There is also an easy to use html editor to change the look and feel of the form to best match a com- pany’s web property. And the forms can also easily be formatted using external web design tools.Fig 4. This screenshot shows how simple it Web-to-lead forms capture the data and instantly import the lead infor-is to create web-to-lead forms in Sugar. mation captured into the Leads module. So, no programming or ITUsers simply pick the available fields they involvement is needed to create multiple lead capture tasks. The formswant expressed presented on the form, andwith the click of the mouse the form can be can utilize all of the fields and values from the Leads module, so the formsdeployed via email or on a user’s web site. can be as in-depth or as simple as the user desires. 5SugarCRM Executive Brief
    • Marketing to the Masses with SugarCRM Tracking Return on Marketing Investment “Sugar makes it As marketing teams are now being held more accountable for increasing top line sales and aiding profitability, organizations need a system that extremely easy to stay in better tracks the success of marketing activities. SugarCRM’s marketing contact with our modules are designed to do just that. prospects—something Tying the marketing tools into Sugar’s robust reporting capabilities pro- that is vital in our vides detailed views into effectiveness of campaigns across marketing and sales. Since marketers can associate opportunities to campaigns, industry. We are all in once that sale is made, a report can be generated revealing which closed agreement that our deals were tied to which campaign. Marketers can also easily create benchmarks to determine which campaigns are the most successful. investment in Sugar has had a big impact on our And since marketers can see which campaigns were most successful, they can then replicate those campaigns easily. By adding new target lists bottom line.” to saved campaigns built with the Campaign Wizard feature, a new cam- paign with a high likelihood of success can be deployed in minutes. Dan Gronnin Director of Marketing Also, for more complex sales processes, the reporting and analysis tools Rise Realty allow for better management of multiple campaign offers across sales stages. So, if sales and marketing teams require multiple touch points along a sales process, those steps can be more easily tracked and man- aged in the system. Marketers can see where sales may not have picked up the handoff between departments, and follow up accordingly. Fig 5. SugarCRM allows marketers to easily generate reports indicating the success of an individual campaign. The robust reporting system also allows marketers to gauge the success of multiple campaigns at a glance.6 SugarCRM Executive Brief
    • Marketing to the Masses with SugarCRM Conclusions As the basic principles of marketing move forward, organizations need a system that can keep up with the growing complexity of high volume mar- keting. SugarCRM’s marketing tools were designed with the modern marketer in mind. The result is a flexible, scalable marketing automation system that handles diverse marketing activities across multiple channels. And the SugarCRM marketing tools was also designed to better assist marketers being held more accountable for outbound marketing cam- paigns and tasks. With strong analytics and tools to measure return on investment, both managers and front-line marketers alike can gain more visibility into the most profitable activities earlier in the cycle. And Sugar’s marketing tools make it easier than ever to replicate and re-deploy the most successful marketing campaigns. And the reporting tools present this critical data in an easily consumed and distributable format. All told, with the demands being placed on marketing departments in today’s demanding business world, few marketing managers can afford not to have a strong system in place to manage the growing number of complex marketing activities going on in their line of business. Issues Solution Impact  Multichannel campaigns and campaign Difficulty launching and set-up wizard Create email, telesales, ad managing campaigns campaigns in a few simple across channels  Create target lists based on reports or steps from 3rd part data sources Importing leads into CRM  Import/Export from multiple data sources Spend less time on manual in a few simple steps requires intensive processes and more time on manual efforts  Web-to-lead forms capture leads on web effective marketing site and auto-import into Sugar  ROI calculator for each campaign tracks Inability to measure lead-to-sale process Obtain all the tools to ensure marketing programs marketing is accountable  Pre-built dashboards show leads by source and sales stagesSugarCRM is a highly flexible system designed to solve the myriad of issues sales, marketing and service professionals face every day. This chartdetails how some of the more common problems facing marketers today are resolved utilizing Sugar’s marketing automation tools. 7SugarCRM Executive Brief
    • B R E A K AWAYSugarCRM, Inc. • 10050 North Wolfe Road • SW2-130 • Cupertino, CA 95014www.sugarcrm.com • T: +1.408.454.6900 • F: +1.408.873.287204-07-042. Copyright © 2007 SugarCRM, Inc. All rights reserved. SugarCRM and the SugarCRM logo are registered trademarks of SugarCRM Inc. in the United States, the European Union and other countries. All other trademarks are theproperties of their respective companies.